Wrogn gets quirky to woo the youth

Created by Fish Eye Creative, the youth fashion brand's largest campaign with Virat Kohli invites the youth to 'audition' to win a hangover weekend in Las Vegas

BestMediaInfo Bureau | Mumbai | September 23, 2015

Click on the image to watch the TVC.

Breakaway youth fashion brand Wrogn has launched its largest campaign in September with Indian cricket captain Virat Kohli. Titled 'Wrogn Auditions', the campaign is a unique concept inviting the audience to 'audition' for wining a 'Hangover Weekend' in Las Vegas. Through this campaign, Wrogn intends to establish itself as a unique brand that speaks the language of the youth.

The campaign kicked off on September 2 when Virat Kohli, who co-owns Wrogn, tweeted “Got a good cure for a hangover? You're going to need it”, to launch the teaser for the game. The tweet generated tremendous engagement on Twitter, leading the hashtag #WrognAuditions to trend on the No. 1. The conversation gained further momentum when Virat tweeted again a few days later.

Hosted on a microsite off the brand's website and available on Android and iOS as an app, Wrogn Auditions promises to be an engaging, fun game with questions such as “Would you get a tattoo of your girlfriend's name?”. Every question is timed and players need to give the “Wrogn” answer to get to the next question. If a player loses, new “lives” can be gained by posting one's participation to Facebook.

Anjana Reddy, who co-owns Wrogn with Virat Kohli, said, “This is Wrogn's first campaign, and from the beginning we were very clear – it has to be huge and it has to be unique. The idea was to create an engagement platform unlike any other. Being a breakaway youth fashion brand, Wrogn Auditions fit right in with the brand ethos of encouraging people to have an opinion.”

The campaign is created by Fisheye Creative Solutions, Bangalore. Dave Banerjee, CEO, Fish Eye Creative, elaborated, “Wrogn is a brand that celebrates the unconventional, the mavericks and rebels. It's not for everyone. And that's why we came up with the Wrogn Auditions – it's a way to find out if one is wrong enough for Wrogn. It's fundamentally a game played online or on an app, not an advertising campaign in the typical sense. The Wrogn Auditions require you to answer 10 questions posed by Virat Kohli, and it will take out-of-the-box thinking, some sleuthing and a little bit of luck to make it through them. At the end, there's a prize that I can't imagine any other brand promising: a hangover in Vegas. It's unusual, but that's exactly what Wrogn is about. In just six months since its launch, Wrogn has become the fastest growing fashion brand in the country. Its quirkiness has clearly touched a chord among those who value a philosophy that is out of the ordinary. With the Wrogn Auditions, we hope to grow this tribe.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Wrogn

Creative agency: Fish Eye Creative, Bangalore

Creative Director: Arkadyuti Basu

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